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The use of sales video emails has been on the rise in B2B sales in recent years, and for good reason. As prospects and clients become inundated with traditional forms of communication, such as traditional emails and phone calls, finding a new way to capture their attention is crucial. Using sales video emails in the B2B sales process allows sales professionals to personalize their messaging and share it in a dynamic and easily consumable video format.
According to the research paper (Reaching the Visual Learner: Teaching Property Through Art) by William C. Bradford, over 65 percent of the general population are visual learners. Not only that but our brains are wired to process visual information fast, MIT neuroscientists found that the brain can identify visuals we see in as little as 13 milliseconds.
For B2B sales teams looking to increase sales engagement and build and maintain sales momentum incorporating video sales emails into their sales strategy is a no-brainer. Although many B2B sales reps have started using video sales email, they are not utilizing it to its fullest potential and still making common mistakes.
If you’re new to video emails be sure to read our article about video emails and how to use them.
Here’s the list of the most common mistakes B2B sales reps are making when using sales video emails:
1. Sales reps try to perfect their video sales emails
One of the biggest mistakes sales reps make when creating sales video emails is trying to record a perfect sales video. Some spend hours on several takes, resulting in a polished but unauthentic sales video. However, it’s important to remember that prospects and clients want to feel like they are having a conversation with a real person, not listening to a rehearsed sales pitch. A few mistakes or pauses may even add a level of credibility and sincerity to the video sales email.
Instead of aiming for perfection, a business development representative should focus on showing their unique personality and delivering their message more naturally and clearly. It is a far more effective approach for building trust, credibility, and a strong connection with a prospect or client.
So next time you hit record, let go of any pressure to record a perfect sales video email and focus on conveying your genuine enthusiasm for the product or service you’re selling. The results will speak for themselves.
2. Sales reps add distracting visual elements to video emails
A lot of sales reps are guilty of trying to “spice up” their sales video emails by adding unnecessary visual elements and animations. However, these animations and graphics often distract from the true purpose of the sales video – communicating the value of your product or service.
One of the biggest offenders is stock images that many sales professionals and marketers add to their sales collateral in an effort to fill the white space on their presentation slides or make them look pretty. These stock images serve absolutely no practical purpose and do not help sales reps convey their message in video sales emails.
The main question sales professionals and marketers should be asking themselves when picking images for their sales videos: Does this image help the prospects and clients understand our offerings better?
Instead of distracting prospects and clients with flashy visuals and animations, sales reps should focus on picking the right visuals, clearly explaining what sets their offerings apart from the competition and how they will help their potential client achieve their business goals. This straightforward approach helps ensure that prospects have a better understanding of the offerings, reducing knowledge gaps, and leading to increased conversions.
At the end of the day, when it comes to sales videos, less is often more. B2B sales professionals should stick to clean and professional sales presentations and let their messaging and charisma do the selling.
Check our guide for creating stellar B2B sales presentations.
3. Sales reps don't have a video selling strategy
The truth is, sending one sales video email and expecting immediate results is one of the biggest mistakes people in B2B sales make. Instead, sales teams should develop a video selling strategy that involves using video sales emails regularly as part of their overall sales process. Sales video emails should be combined with other tactics such as building relationships with prospects and clients on social media channels like LinkedIn to increase sales engagement.
This effort will pay off in the long run, leading to an improved buying experience and more engaged relationships with customers. High-performing sales reps don’t treat video sales emails as a one-off tactic and integrate sales videos into a more comprehensive video-selling strategy and overall sales process. Implementing a diverse communication plan not only boosts response rates but also showcases professionalism and dedication to delivering value for clients.
If your sales team is looking to implement a video selling strategy, be sure to read our video sales guide.
4. Sales reps don't take advantage of video analytics
Most video sales tools provide some sort of video analytics and sales engagement metrics. Some of the most basic ones can show when a video sales email was opened and if the recipient finished watching the video. The more sophisticated sales video tools like DeckLinks, provide more granular sales engagement data allowing sales reps to better understand their prospects and clients and see how they are viewing and interacting with their sales video emails and sales collateral.
This is how sales video email analytics can help sales reps:
- Identify the most engaged prospects and clients.
- Know when to follow-up.
- Write better and more relevant follow-ups.
- Start more meaningful conversations with prospects and clients.
- Prepare for upcoming sales meetings.
- Optimize their sales collateral.
- Identify decision-makers.
5. Sales reps don't personalize sales video emails
Personalization is key when reaching out to prospects and clients. Sending a generic sales video email, without tailoring it to the specific interests and needs of the recipient, is a missed opportunity. B2B sales are highly competitive and this kind of generic outreach can come across as lazy and unprofessional. It also signals to the potential client that the sales rep has not taken the time to truly understand their business and what they might be looking for.
More generic video sales emails can be used by business development representatives when they are prospecting hundreds of companies at a time. And even then there should be a great degree of personalization. However, when a sales rep or an account executive is targeting specific accounts video sales email personalization should be their highest priority.
According to our data, if a sales video email doesn’t capture the attention of a recipient within the first 17 seconds, the recipient will drop off. Crossing that mark increases the chance that the recipient will watch at least 2 minutes of the video by 52%.
Prospects and especially decision-makers often have busy schedules. That’s why it is so important to personalize sales video emails to demonstrate that the sales rep has done their research, has a solution to help address the pain points, and is genuinely interested in creating a mutually beneficial partnership.
So when it comes to crafting video sales emails, sales reps that are looking to build rapport, increase response rates and build credibility need to take the extra time to personalize their sales videos.
6. Sales reps have unrealistic expectations from sales video emails
Sending sales videos via email can be a powerful tool for engaging prospects and clients but it’s important not to overestimate how much impact they can have. Many sales professionals that just started using video emails have unrealistic expectations for these emails, expecting them to instantly hook and convert prospective clients.
In reality, the success of a sales video email depends on many factors, including the timing of when it was sent, the recipient, the video itself, etc. It’s also important to remember that your target audience is receiving numerous other emails at the same time, so your email may get lost in the noise. That’s why it’s necessary to track metrics like open rates and click-throughs, and continually optimize your email strategy. Including the word “video” in the email subject line helps increase email open rate.
Sales reps also need to ensure that they are targeting the right people at the company and their message is resonating with them. As with any sales tool, having realistic expectations and putting in some time and practice is the key to truly realizing video sales email potential.
Video in the email subject line increases email open rates.
7. Sales reps don't include a clear call to action
The purpose of a sales video is to persuade a potential customer to take a certain action, like booking a call or making a purchase, but too often sales professionals forget one crucial step – including a clear call to action in their sales video email.
Sales reps that do not specify the next step for the potential clients run the risk of losing the sales momentum and even losing a potential customer. Including a specific call to action, whether it be scheduling a follow-up call or visiting the company website to learn more, can help move the prospect down the sales funnel.
If you managed to get the attention of a prospective client don’t let this valuable opportunity go to waste – always include a clear call to action in your video sales emails.
If your sales team is struggling to build and maintain sales momentum, be sure to read our 17 essentials tips on how to build and maintain sales momentum.
8. Sales reps use too much technical jargon in a video email
One big mistake that sales reps constantly make is stuffing their sales video emails with technical jargon and industry lingo, thinking it makes them sound impressive and knowledgeable. However, what they fail to realize is that this can alienate potential customers who may not understand the technical jargon being used.
It’s important to remember that not everyone has the same level of familiarity with technical jargon, so using simpler language can actually make the message more accessible and effective. Demonstrating this knowledge through clear and concise language will go a long way in connecting with the target audience and closing the sale. Simply put, it’s worth trimming away any excess industry jargon in favor of straightforward language when it comes to video sales emails.
9. Sales reps rush through the sales video email to share more information
The goal of a sales representative is to educate potential customers about their product and close the sale. When recording a video email, sales representatives often fall into the trap of thinking more information is better. As a result, they rush through their sales video email, cramming in all the details about their product or service in one breathless pitch.
However, this approach can have the opposite effect and can actually do more harm than good. By quickly rattling off facts and features, sales reps run the risk of confusing and overwhelming the customer. The key is to focus on quality over quantity. Take the time to tailor your pitch to each prospective client, addressing their specific needs and demonstrating how your product can solve their problems. This approach not only helps potential clients see the value in what you’re offering, but it also shows that you truly care about meeting their needs and building a lasting relationship.
A careful balance of providing essential details while leaving room for follow-up will make for a much stronger pitch and an increased likelihood of closing the sale.
Rushing through your video sales email may seem like an efficient way to cover all your bases, but it can harm your chances in the long run. Slow down, personalize your pitch, focus on quality over quantity, and leave room for a continued conversation.
Learn more about the benefits of using video email for sales.
10. Sales reps are reading the slides when recording a video email
In the world of B2B sales, first impressions are vital. As more and more communication takes place through asynchronous videos, sales professionals have the opportunity to showcase their expertise and professionalism allowing potential clients to familiarize themselves with their products or services at their convenience.
However, one big mistake that can immediately undermine the first impression that many sales reps make when recording these videos is reading directly off their slides. Not only does it appear as though the sales rep lacks knowledge about the topic, but it also creates a monotonous viewing experience for the audience.
It’s important to ensure that you are familiar enough with your sales collateral to speak confidently and smoothly without relying on the slides for every word. Instead, use them as a visual aid to supplement and emphasize key points, rather than as a crutch for your delivery. This way, you can demonstrate your understanding of the topic and create a compelling sales video email that will engage potential clients and help you build credibility and trust.
Learn more about asynchronous video presentations in our comprehensive guide.
How to create sales video emails
DeckLinks is a video platform for sales teams that makes it easy to turn any existing PDF presentation or document into an interactive video PDF that can be shared via email or social media. All you have to do is upload the PDF and record a video narration. If you have product demo videos, you can even embed them right into your video PDF.
The video PDF can then be shared via a trackable link, which allows you to access detailed engagement analytics and identify the most engaged prospects and clients, understand their interests better, time follow-ups more effectively, and help prepare for sales meetings.
Hitting sales targets and quotas is easy with video PDFs!
If you want to learn more about how your sales team can use video emails for sales be sure to read our article.
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